Case study: Inspired by Iceland
The document discusses how social media was used to rescue Iceland's tourism industry after a volcanic eruption in 2010 negatively impacted visitor numbers. Travel to Iceland was predicted to decrease by 30% and cost 贈180 million in lost revenue. To address this, Iceland used social media platforms like Facebook, Twitter, and video to tell personal stories from visitors and change negative perceptions of Iceland as a tourist destination. This social media campaign increased actual visitors by 79,252 above forecasts, resulted in total revenue of 贈138.7 million, and improved perceptions of Iceland in its three main tourist markets by 48%, 25%, and 24% respectively. The campaign demonstrated that mass social participation and personal stories on social media can boost tourism.
Case study: Inspired by Iceland
- 1. How social media rescued Icelandic tourism after the volcano explosion @Cleverwood
- 2. Background 2 14th of April 2010 30% less tourisme Prediction: 贈180m less revenu
- 3. Problem to solve How can we increase the amount of visitors? How can we change the negative opinion about 3 Iceland as a tourist destination? How do we tell the story without making it feel like government-sponsored marketing?
- 6. Realisation Video 6 Own video Videos from fans
- 7. Results 7 1. 79,252 additional visits above the forecast 2. Total revenue was 贈138,7m. 3. The perceptions of Iceland increased in its 48% three main market tourist markets. 25% 24%
- 8. Learnings 8 Mass social participation can work Use personal stories to stimulate engagement A national online event can create more awareness